The Gen3 is a rebranded Netronix. Proof is that the Netronix can run the same firmware as the Gen3.

True,

However, the fact that the Astak will be running WinCE 5.0 leads me to believe it's going to be a re-branded EB-610 or (if the customer chooses wifi and touchscreen) EB-611, whereas the Cybook Gen3 appears to be re-branded EB-600, which still comes in Linux flavor. (What used to be called an EB-100.) And, of course, the Astak 9.7" will be a re-branded EB-900.